THE
SHED

MELBOURNE CONVENTION & EXHIBITION CENTRE

Embrace the nickname.

MCEC spotted an opportunity to build a permanent cafe near their well-trafficked entry on the banks of the Yarra.

The naming of the venue embraces the old “Jeff’s Shed” nickname for the surrounding structure and as such, the logo mark itself calls on the visual cues from the building working in the yellow highlight and the angled posts along the facade.

MCEC-theshed-packagingMCEC-theshed-packaging